Credibility of Virtual Influencers: The Role of Design Stimuli, Knowledge Cues, and User Disposition

Date
2023-01-03
Authors
Cornelius, Samia
Leidner, Dorothy
Benbya, Hind
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3401
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Abstract
Virtual Influencers (VIs) are digital influencers that can look and behave like human beings but project themselves as “robots”. They influence people’s attitudes and behaviors through their presence and interaction. While human-like design can lead to acceptance, additional information about machine-like description (robot) can create conflict about the influencer’s identity and lead to unfavorable social responses. Social perceptions are also subjective. In this study, we examine the influence of human-like design, knowledge cues, and user disposition on user perceptions of VI credibility. In doing so, we present a case for the substitution of human influencers by “lesser human” counterparts in the context of social media.
Description
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Actors, Agents, and Avatars: Visualizing Digital Humans in E-Commerce and Social Media, credibility, disposition, humanness, knowledge, virtual influencers
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10
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Proceedings of the 56th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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